"The New Creatives Report - Student Findings" is a U.S. survey of more than 500 students in creative disciplines. The study provides insights into their attitudes and beliefs about the future of the creative industry. Some top findings: 96% of students have a positive outlook on their choice of a future creative career, and they recognize that new technologies and social media are some of the driving forces changing the industry. See the full "New Creatives Report June 2014" for survey results of more than 1000 creative professionals: http://slidesha.re/1iA9PMd

1. © Copyright 2014 Adobe Systems Incorporated. All rights reserved.
THE NEW CREATIVES REPORT
Student Findings
June 2014

2. 2
• Online survey among a total of 535 students in creative disciplines
• Data collected between May 12-21, 2014 by Edelman Berland
• Margin of error at the 95% confidence level is +/- 4.2%.
Methodology
CREATIVE STUDENTS
Definition:
- 18-64 years old
- Current student
- Creative major (graphic design, fine arts, web design, etc.)
Sample n=535
ADOBE | THE NEW CREATIVES REPORT

3. 3
New creatives are versatile and optimistic
1. 96% of creative students have a positive outlook on their choice of a future creative career and
80% believe their best days are ahead of them. [slide 6 and 7]
Creative students on the rise, but under pressure
2. Students believe creativity and design thinking are becoming more important to business (79%)
and say that creatives are increasingly expected to work across multiple mediums and
disciplines (78%). [slide 8]
3. Financial or job security (41%) is the top worry keeping student creatives up at night, followed
by pressure to deliver creative ideas and content faster than ever (25%) and losing inspiration
and motivation (24%). [slide 9]
Summary of Key Findings
ADOBE | THE NEW CREATIVES REPORT

4. 4
Creativity is going mobile
4. 79% of students have created mobile content and the majority of those students (66%) have a
positive outlook on the impact of mobile technology on creativity. [slide 10]
5. Students believe mobile’s biggest impact on the creative process is the ability to capture
inspiration anywhere, at any time (36%). [slide 11]
Shifting sources of motivation and inspiration
6. Digital sources such as social media (36%) as well as websites and online advertising (23%)
are noted as the most influential sources of inspiration over more traditional sources including
architecture (7%) and fashion (14%). [slide 13]
Summary of Key Findings (cont.)
ADOBE | THE NEW CREATIVES REPORT

5. 5
Views of the future creative workforce
7. Many student creatives believe that employers do not value them the same as graduates in other
fields (40%). [slide 14]
8. Student creatives believe Web design (22%) and graphic design (19%) will be the most sought-
after skills in the next year. Yet, over one-quarter (26%) of student creatives identify 3D as their
primary field of study. [slide 15 and 16]
9. Students cite job prospecting (30%) as the top reason for participating in an online creative
community. [slide 17]
10. Perfectionism is seen as the biggest barrier to learning another medium or discipline (24%).
Students primarily trust their creative instincts (77%) and also believe analytics and metrics can
inspire creativity (63%). [slide 18 and 19]
Summary of Key Findings (cont.)
ADOBE | THE NEW CREATIVES REPORT

6. 6
2% 2%
15%
67%
14%
Not happy at all
Not very happy
Somewhat happy
Very happy
Extremely happy
HOW HAPPY ARE YOU IN YOUR OVERALL CHOICE AS A CREATIVE? 96% are happy with
career choice
Creative students are happy and fulfilled in their
career choice
ADOBE | THE NEW CREATIVES REPORT Q11. How happy are you in your overall career as a creative? n=535

7. 7
80%
20%
Best days are
behind
Best days are
ahead
HOW DO YOU SEE THE FUTURE FOR CREATIVES? THEIR…
Majority of students see a bright future ahead
ADOBE | THE NEW CREATIVES REPORT Q7. How do you see the future for creatives? % of best days are ahead. n=535

8. 8
33%
32%
30%
33%
32%
36%
35%
36%
35%
33%
34%
27%
33%
36%
35%
32%
29%
31%
33%
36%
38%
36%
38%
38%
39%
41%
40%
47%
42%
42%
44%
47%
Creative communities are democratizing creativity
Crowd-sourcing projects are the future of design
The creative profession is undergoing an upheaval
Use of consumer data and analytics is vital to the creative process
The creative industry has changed more in the last 5 years than in the last 50
Succeeding today involves a fundamental change in how we approach creativity
More creatives are moving to independent/freelance roles
Creatives need to become skilled in more than one creative discipline
I frequently share my work with my creative peers
Mobile is transforming the face of creativity and design
Creatives will fall behind if they don't stay current with changes in the industry
Digital tools are fundamentally changing the nature of creativity
Technology gives creatives more control of their professional destiny
Creatives are increasingly working across multiple mediums and disciplines
Creativity and design thinking are becoming more important to business
Creatives are expected to learn new tools and techniques
Somewhat Agree Strongly Agree
Design thinking and working across multiple mediums are
becoming more important
79%
79%
78%
75%
74%
74%
74%
74%
74%
73%
72%
70%
69%
63%
63%
62%
ADOBE | THE NEW CREATIVES REPORT Q1. Please indicate whether you agree or disagree with the following statements. n=535

9. 9
12%
14%
14%
15%
17%
20%
20%
24%
25%
41%
Losing respect of my peers
Not being trained sufficiently in new skills
Losing my artistic authenticity and selling out
Not being original or difficulty differentiating
Not meeting the expectations set for me by others
Never making it in my profession
Being misunderstood
Losing inspiration and motivation
Pressure to deliver more creative ideas and content faster than ever
Financial or job security
WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE?
Financial or job security is the top worry
keeping student creatives up at night
ADOBE | THE NEW CREATIVES REPORT Q37. What keeps you up at night as a creative? n=535

10. 10
66%
30%
4%
DO YOU CREATE ANY OF THE FOLLOWING? IMPACT OF MOBILE CONTENT ON YOU AS A CREATIVE?
Negative
Positive
No impact
21%
26%
30%
42%
None of the above
Mobile ads
Apps
Mobile websites
79% CREATE FOR MOBILE
Majority of students are embracing mobile
ADOBE | THE NEW CREATIVES REPORT
Q27A. What kind of impact has creating mobile content had on you as a creative? n=425
Q27. Do you create content for any of the following? n=535

11. 11
15%
21%
21%
23%
29%
31%
36%
Created more output mediums which makes my job harder
I'm using mobile to collaborate
I'm using mobile as a digital portfolio
I'm using mobile devices to present creative concepts
I can create content anywhere
My work is now accessible to a broader audience
I can capture inspiration in the moment and on the go
HOW HAVE MOBILE DEVICES CHANGED YOUR CREATIVE PROCESS?
Mobile devices are changing the creative process
ADOBE | THE NEW CREATIVES REPORT Q29. How have mobile devices changed your creative process? n=535

12. 12
Idea
Generation
Seeking
Inspiration
Brain-
storming
Content
Creation
Collaboration
Content
Sharing
Displaying
Content
Desktop computer 12% 17% 12% 19% 16% 14% 18%
Laptop computer 22% 30% 17% 25% 26% 33% 34%
Tablet like an iPad 8% 9% 9% 8% 8% 9% 10%
Tablet/touchpad 8% 8% 8% 8% 9% 5% 5%
Smartphone 13% 14% 15% 11% 17% 19% 14%
Pen and paper 24% 10% 31% 19% 12% 7% 9%
WHICH OF THE DEVICES LISTED IS YOUR GO-TO DEVICE FOR EACH OF THE FOLLOWING CREATIVE ACTIVITIES?
Student creatives depend on laptops and pen and paper
for most creative activities
ADOBE | THE NEW CREATIVES REPORT Q28 Which of the devices listed is your go-to device for each of the following creative activities? n=535

13. 13
7%
8%
12%
14%
15%
17%
18%
20%
20%
23%
36%
Architecture
Print and magazine advertising
TV advertising
High fashion
Street style
Cultural imports from other countries
Online creative communities (Behance, Dribbble, or others)
Video games
Film
Websites/online advertising
Social media (Facebook, Twitter, etc.)
WHICH OF THE FOLLOWING DO YOU SEE AS THE MOST INFLUENTIAL SOURCE OF CREATIVE
SPARKS AND INSPIRATION FOR THE CREATIVE COMMUNITY?
Student creatives are most inspired by social media
ADOBE | THE NEW CREATIVES REPORT Q12. Which of the following do you see as the most influential source of creative sparks and inspiration for the creative community? n=535

14. 14
40%
33%
27%
Lesser value
Equal value
Higher value
HOW DO YOU FEEL EMPLOYERS PERCEIVE THE VALUE OF RECENT GRADUATES IN
CREATIVE DISCIPLINES COMPARED TO OTHER MAJORS?
Student creatives believe that employers do not value
them as much as graduates in other fields
40% of students believe
employers value them less
ADOBE | THE NEW CREATIVES REPORT Q22. How do you feel employers perceive the value of recent graduates in creative disciplines compared to other majors? n=535

15. 15
2%
4%
4%
5%
5%
5%
6%
11%
16%
19%
22%
Illustration
Video editing
Animation
Photography
Motion graphics
Visual effects
Digital storytelling
3D Modeling
App development
Graphic design
Web design
WHICH OF THESE CREATIVE SKILLS DO YOU THINK WILL BE MOST ‘IN-DEMAND’ OVER THE NEXT 12 MONTHS?
Student creatives believe web and graphic design skills will
be most in-demand in the next year
ADOBE | THE NEW CREATIVES REPORT Q5. Which of these creative skills do you think will be most ‘in-demand’ over the next 12 months? n=535

16. 16
1%
1%
1%
1%
1%
1%
1%
2%
2%
2%
3%
4%
4%
4%
4%
4%
5%
6%
6%
7%
12%
26%
Interior design
Video production
Motion graphics
Visual effects
Art direction/management
Film editing
Sound engineering
Creative direction
Fashion
Marketing/PR
Filmmaking
Architecture
Photography
Web design
Animation
Production art/management
Application development
Fine Art
Web development
Advertising
Graphic design
3DWHICH OF THE FOLLOWING MOST
CLOSELY DESCRIBES THE PRIMARY
DISCIPLINE OF YOUR PRIMARY FIELD
OF STUDY?
Yet over one-quarter of student creatives identify
3D as their primary field of study
ADOBE | THE NEW CREATIVES REPORT Q8. Which of the following most closely describes the primary discipline of your primary field of study? n=535

17. 17
36%
64%
Yes
No
ARE YOU A MEMBER OF AN ONLINE CREATIVE COMMUNITY? WHAT IS THE TOP REASON YOU PARTICIPATE IN AN ONLINE
CREATIVE COMMUNITY?
Students look to online creative communities
for job prospecting
ADOBE | THE NEW CREATIVES REPORT
5%
7%
10%
12%
15%
21%
30%
Mentoring or teaching others
Being mentored or taught by others
Networking and self-promotion
Collaboration and sharing of ideas
Getting inspiration from other
Learning new skills
Job prospecting
Q23. Are you a member of an online creative community? n=535
Q24. What is the top reason you participate in an online creative community? n= 191

18. 18
10%
14%
15%
17%
19%
24%
Intimidated by older, more experienced professionals
Lack of access to latest and greatest hardware/software
I prefer to specialize in one area
It will take too long to become an expert
Fear of failure
Perfectionism
IN YOUR OPINION, WHAT IS YOUR BIGGEST BARRIER TO MASTERING ANOTHER MEDIUM OR DISCIPLINE?
Perfectionism is the biggest barrier to learning another
medium or discipline
ADOBE | THE NEW CREATIVES REPORT Q34. In your opinion, what is your biggest barrier to mastering another medium or discipline? n=535

19. 19
31%
34%
37%
33%
35%
38%
38%
27%
27%
25%
30%
32%
29%
39%
Analytics and metrics are killing creative
instinct
Analytics and metrics make creative gambles
less risky
Analytics and metrics create more work for
creatives
Analytics and metrics can inspire great
creativity
Creative work is increasingly becoming
commoditized
Business considerations usually trump design
and creative purity
I primarily trust my creative gut
Somewhat Agree Strongly Agree
35%
65%
I feel empowered by
analytics and metrics
I feel threatened by
analytics and metrics
Students trust their creative instincts and also believe
analytics and metrics inspire creativity
ADOBE | THE NEW CREATIVES REPORT
Q30. When it comes to creative work in the service of marketing, how much do you agree or disagree with each of the following statements? n=535
Q31. Which of the statements below comes closest to how you feel about digital analytics and metrics (i.e., big data) as it relates to creativity? n=535

20. © Copyright 2014 Adobe Systems Incorporated. All rights reserved.
Appendix: Additional Findings

21. 21
HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE?
33%
33%
36%
36%
35%
33%
34%
36%
32%
35%
29%
29%
34%
32%
32%
35%
40%
39%
37%
44%
41%
51%
Being recognized by my peers as best in field
Leveraging my talent to help advance a social cause
Mentoring or teaching others
Collaborating effectively with others
Having my work seen by a broad audience
Having a unique signature style
Being able to create from anywhere
Being proficient in multiple disciplines
Staying true to my creative vision despite external pressures
Having complete creative freedom
Being passionate about my work
Very Important Extremely Important
Being passionate and having creative freedom
are important to student creatives
80%
76%
76%
73%
73%
73%
70%
68%
68%
67%
62%
ADOBE | THE NEW CREATIVES REPORT Q15. How important are each of the following to you as a creative? n=535

22. 22
WHAT DO YOU CONSIDER TO BE THE “CARDINAL SIN” OF DESIGN?
6%
6%
7%
7%
9%
10%
13%
14%
28%
Disjointed look and feel across platforms (Web, mobile)
Crowd sourcing
Bad stock photography
Distracting motion graphics
Bad typography (spacing, kerning, over use of fonts)
Amateur video footage/editing/production
Using trends/fads regardless of whether they solve a design problem
Over-designing/not knowing when to quit
Design density/lack of negative space
Creative students view lack of negative space
as the “Cardinal Sin” of design
ADOBE | THE NEW CREATIVES REPORT Q16. What do you consider to be the “Cardinal sin” of design (i.e., the worst offense possible) in the digital age? n=535